How we helped Hyperion Asset Management’s active ETF achieve A$8 million inflow on the first trading day, breaking the ASX record

Problem

In December 2020, Hyperion briefed BlueChip that it was planning to launch its global equities fund on the ASX. The timing was tight, just under three months until launch inclusive of Christmas and New Year shutdowns. This was the first time the fund manager had launched a listed product. The stakes were high, but the brief was simple – achieve maximum take up of the active ETF.

Solution

BlueChip’s integrated marketing and PR campaign to launch Hyperion Asset Management’s Hyperion Global Growth Companies Fund (Manage Fund) (ASX: HYGG) helped the asset manager achieve the largest first day trading volume of any exchange traded fund (ETF) launched on the ASX.

Hyperion has been a client of BlueChip for over a decade, initially with a scope focused solely on PR but now, as one of Australia’s best-performing active fund managers, Hyperion relies on BlueChip for both profile raising and direct to retail marketing for funds under management (FUM) growth. With pre-existing knowledge of the client, audience and product offerings, BlueChip undertook additional research including:

Desk research on ETFs including competitor analysis
Discussions regarding growing demand for ETFs
Research for best in the market native advertising for the financial services, technology and corporate sectors

Results

Since its listing in March 2021, HYGG has also seen its profile rise with strong levels of liquidity after becoming the first exchange traded product on the ASX to reach $200m of assets in its first three months.

In 44 days, Hyperion received over a A$1 million inflow from a new market, retail investors and into a new product
Excellent replay of desired messaging in the media, including features in the Australian Financial Review, The Australian, Livewire, Morningstar and trade publications such as Money Management, Adviser Voice and Financial Standard
A tried, tested and trusted integrated content and promotion marketing plan that’s fully repeatable and scalable

A highly perceived leader in the industry

Hyperion Asset Management has enjoyed over two decades of success, providing direct investors, and institutional and financial adviser clients with award-winning Australian and Global equities portfolios. Its mission is to protect and grow its client portfolios sustainably and it delights in finding new opportunities that create value over time.

Driving momentum on already existing performance

Hyperion Asset Management’s plan to list their global equities product on the ASX signified new opportunities for greater fund flow. Their active ETF offers investors access to high calibre companies primarily listed on a recognised global exchange. With the existing momentum-driven from their unlisted global equities fund Hyperion Global Growth Companies Fund (Managed Fund), BlueChip was assigned with an integrated marketing and PR campaign to help Hyperion Asset Management drive exposure, nurture prospects and generate maximum fund flow for their new listed active ETF.

Navigating through new territory

With pre-existing knowledge of the client, audience and product offerings, BlueChip undertook additional research to assist them through a new market of active ETFs. Understanding the need to position their product away from competitors and distinguish new opportunities for direct, institutional and adviser investors, BlueChip conducted research such as:

Desk research on ETFs including competitor analysis
Discussions regarding growing demand for ETFs
Research for best in the market native advertising for the financial services, technology and corporate sectors.

An integrated communication strategy that delivered value

BlueChip provided and implemented a clear overarching strategy that guided tactical development and execution.

PR & advertising to drive target audience to a landing page and gather email addresses while reviewing the inbound visitors
eMarketing advertising on social media to prompt potential investors
PR to provide “air cover” for the investor and broker roadshows and increase awareness
Email to nurture the existing database and the new emails we collect from PR & advertising

To achieve these results, the BlueChip team developed an integrated marketing campaign to reach existing and new direct retail investors using:

Media outreach – Including profile pieces in tier one media to raise awareness of Hyperion and specific active ETF stories.
Sponsored content – Small advertising budget allocated to Dianomi. BlueChip drafted a series of educational articles about passive versus active investment and the manager’s approach to global equities investing which were amplified across finance news-related websites.
Livewire – Allocating a small advertising budget allocated to Livewire. BlueChip helped develop a Hyperion authored story (in the format of a Q&A) which was posted on the Livewire platform and amplified via a sponsored eDM and sponsored Wire.
Paid social – The campaign focused on LinkedIn and Facebook/ Instagram to drive awareness of the listing and to encourage investors to sign-ups for early notification of pre-launch news.
Organic social – Using Hyperion’s reach on LinkedIn and Facebook, BlueChip developed a series of organic posts to raise awareness pre-launch and on launch day. This included the amplification of media mentions, webinars and awards won such as Morningstar 2021 Awards, Money Management Fund Manager of the Year 202 and Money Magazine Best of the Best 2021.
Solus eDM (Morningstar) – During the campaign period, Morningstar Australia awarded Hyperion Overall Fund Manager of the Year 2021 allowing Hyperion to send a solus eDM to the 20,000+ Morningstar subscribers.
eDMs – BlueChip had built Hyperion’s direct investor database over the last 4 years and leveraging our existing contacts (and those we had gained through the other launch campaign activities). We developed, built, and distributed five email updates to Hyperion’s database to keep them informed of the upcoming launch.
Website – BlueChip built a campaign microsite to capture leads (i.e., investors interested in the forthcoming active ETF launch) and the permanent product page, both with strong calls to action and lead capture mechanics to ensure we continue to build Hyperion’s direct retail investor database.
Webinar – A primary lead gen tool to help drive awareness and interest to Hyperion’s brand and active ETF.
Awards – The amplification of these awards and ratings (on social media and website) served as trust signals for potential investors who were interested in investing in Hyperion’s funds, particularly the Hyperion Global Growth Companies Fund (Managed Fund) active ETF.

All activities included tracking codes so we could monitor the effectiveness of each campaign from both a reach and cost per acquisition perspective.

Happy client, happy BlueChip

We developed a full integrated comms strategy and helped our client achieve maximum investment in the active ETF through raising awareness and generating new leads.

$5 million funds inflow to the active ETF by March 31
13 media coverage pieces including in AFR profiles, Motley Fool, Fin Standard, Daily Telegraph resulting in 9.6 million reached.
63% increase in contacts on the database in January, February and March before launch
15,036 reached via organic social, 46,725 reached via paid social (achieving $1.90 Facebook CPC, $6.37 LinkedIn CPC).
The Solus eDM reached 131,566, generating 479 new contacts.
The LiveWire package generated 50,070 eDM opens and 5,944 ad impressions with 66.8% CTR

Key stats

$200m

Total inflow ( 3 months after listing on the ASX)

9.6m

Reached through PR

1400+

New leads on the database

"As our outsourced integrated marketing team, BlueChip Communication played an invaluable role in launching our new fund into a new market. The team used a very disciplined approach to keep marketing and PR on track and are not afraid to trial new tactics to ensure we are constantly driving our marketing forward. I really appreciate their focus on our business objectives in designing and managing our marketing and PR program"

Mark Arnold, Managing Director, Chief Investment Officer & Lead Portfolio Manager at Hyperion Asset Management.

Case Study: Grow